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Sainsbury Value of Value Campaign

News from Sainsbury’s Corporate Responsibility and Society team – What value really means to us!

Today sees the launch of our new Value of Values campaign, centred around our basics range. With over 500 products in the range, basics is both kind to budgets and responsibly sourced. Whether it’s eggs from cage-free hens, Fairtrade bananas, RSPCA freedom food salmon or British pork, it can all be found within our lowest priced range.

This strong values focus, coupled with fair pricing, sets us apart from the competition which is why as well as communicating our own price and values we will also point out where we have a price comparison and values comparison with Tesco.

Chances are, you’ll see their Value of Values ad featuring basics barn eggs on the TV tonight, if you can’t wait its below:

Sainsbury Value of Value Campaign Advert:

Take a hit with VITHIT

vithit What if there was magical drink you could take that would give you more energy? Or would give you 100% RDA from 8 different types of vitamins? Or even better, boost your metabolism? And taste fabulous! Well, lucky for us, there is, as Ireland’s best kept secret VitHit is now available in the UK. The drinks include Berry Boost, Detox, Citrus Revive and Lean & Green and all are made with real juice, herbs and tea, with no added sugars and are stocked on the shelves of Tesco stores.

Each bottle of VITHIT is less than 35 calories for an entire bottle, which means there are fewer calories in a whole bottle of VITHIT than an apple! The vitamin drinks are perfect for those who want a pick me up or simply seek a healthier lifestyle. Packed full of vitamins such as B1, B6 and C, each drink will help you revive, give you a boost, or help your body detox and the Lean & Green contains mate tea and l-carnitine, which are both traditionally known to boost the metabolism, ideal for those who are looking to lose weight.

Take a hit with VITHIT – Berry Boost, Lean & Green, Detox and Citrus Revive are available in Tesco with a RRP of £1.49 for 500ml.

Learn more about VitHit through the VitHit website

What Is FruitBroo?

fruitbrooWhat is fruitBroo? Be the FIRST to discover HOT drinks made with real JUICES

Autumn is here, pack away our summer clothes and replace salads and cold drinks with warming foods and hot drinks. Whilst the food we have may have improved, the choice of hot drinks leaves little to the imagination. That was until now… a brand new hot drinks brand hits the market. FruitBroo is the first of its kind, hot drinks made with real juices that will have you saying WOW after the first sip!

FruitBroo, as you will discover, is like no other hot drink. Long gone are the days of the teabag, FruitBroo comes in handy little 100ml bottles that store easily in the fridge and make 15 cups. That’s plenty of FruitBroo goodness to see you through those colder days! Just pour one or two teaspoons of your chosen FruitBroo into your cup, add hot water, sit back and really enjoy.

Full of juicy fruits, herbs and spices, but just 15 calories, FruitBroo is 100% natural and caffeine-free. In fact 99.9% of the 15,000 people who have tasted it love it and we are sure you will too!

Hitting the shelves of Sainsbury’s mid-September, and with an RRP of £2.25, there will be 4 fabulous flavours to choose from including; Peach, Pear & Honey, Apple, Ginger & Spice, Lemon & Ginger and Honey & Lemon. As well as being available at Sainsbury’s, FruitBroo is also available to buy online at

Barbecue Skills

We’ve all enjoyed the recent boiling weather and even a few thunderstorms couldn’t hamper our British spirit for getting the barbecue out come rain or shine.

What makes a perfect barbecue? We’ve got a fantastic video featuring Sainsbury’s barbecue expert Zoe McClean giving plenty of tips – and showing plenty of Sainsbury’s finest foods and equipment, to help create the perfect feast. And with more fine weather promised for this coming weekend this could be the perfect time to sharpen ones barbecue skills!

Barbecue Skills Video

Truly Irresistible Tillington 1000 Pressed Apple Juice

Tillington applesApple juice made from some of the rarest apples trees in Britain is to go on sale at The Co-operative Food.

Some of the trees date back to pre-Victorian times, including one identical to the apple tree made famous by Sir Isaac Newton, when he discovered gravity.

Others have long-forgotten names such as Duck’s Bill, Bloody Ploughman, Fairie Queen and Forty Shilling.

All have been saved from extinction by The Co-operative, after the old British varieties were long ago rejected by other commercial growers in favour of modern alternatives.

The Prince of Wales and a private Scottish collector are the only other people to possess a similar collection, but The Co-operative, which grows the rare apples at its fruit farm in Tillington, Herefordshire, is the only one putting them to commercial use.

Most of the 1000 different apple varieties used to make the premium own-brand juice are old-style dessert apples. The juice has a unique, rich, flavour, which sets it apart from other commercially available rivals. When the rare “Tillington 1000” pressed apple juice went on sale last year, it sold out within weeks.

Edward Reaney, The Co-operative’s apple juice buyer, said:

This is history in a glass. These are the tastes and flavours that our great grandparents would have known. It has a seductive green apple aroma, a well-rounded dessert apple flavour and a fresh, crisp finish. Most of these apple varieties have been out of commercial production for decades. Growers have, understandably, switched to modern varieties which produce higher yields or possess more resistance to disease. However, The Co-operative believes that old British apple varieties are an extremely valuable part of our heritage. Even their names such as Bloody Ploughman and Duck’s Bill reveal a distinct British-ness compared to modern trees, which often simply have a varietal serial number.”

Even their names such as Bloody Ploughman and Duck’s Bill reveal a distinct British-ness compared to modern trees, which often simply have a varietal serial number.

Bloody Ploughman is a rich red Scottish apple dating from 1883. The name derives from folklore which tells the tale of a ploughman who stole apples and was shot for his efforts . His widow tossed away the stolen apples – and from them grew the very first blood red Bloody Ploughman variety.

Duck’s Bill apples were first grown in 1937 by Fred Streeter, the head gardener at Petworth House, Sussex.

Fairie Queen apples also date form 1937, and were first grown at Ware Gardens in Hertfordshire. It has tender flesh with a sweet aromatic flavour.

Forty Shillings is a dessert apple which is over 200 years old. It was first grown in 1800 and has a creamy white flesh.

The Truly Irresistible Tillington 1000 Pressed Apple Juice is now on sale in selected Co-operative food stores, until stocks last, priced £2.65 for a one litre bottle.